How to Make the Most of Email Marketing for a Small Business

September 22, 2021 Jonathan Higgins

How to Make the Most of Email Marketing for a Small Business

So, about 91% of consumers regularly check their emails.

Not surprising, we say.

And, what does that tell you if you have recently set up a business?

It means that emails can be a great marketing strategy if done right.

The most significant benefit of email marketing for small businesses is to help you reach your business goals on a budget.

Keep in mind that not every email pertains to sales or offers. As a marketer, you must tailor your content to appeal to your audience.

In this article, we’ll discuss email marketing, list out some email marketing services for small businesses, and even offer some email marketing tips.

Let’s start.

Why do Small Businesses Need Email Marketing?

Email marketing is a strategy that integrates customized emails as a channel to promote products or services. If done correctly, this powerful content strategy can aid brand loyalty and even help you increase your sales.

Not only is email cost-effective, but it is also a great way to stay connected to your customers.

Here are its most tangible benefits:

Great for doing surveys or collecting feedbackHelps to strengthen customer relationshipAids in generating leads (recent statistics have shown that 89% of marketing professionals rely on emails to generate leads)Offers an impressive ROIAllows you to segment your audience to provide personalized contentBoosts traffic and sales

And so much more! You got the gist, right?

With so many benefits from a marketing channel, you surely want to incorporate it into your marketing and brand building strategy. So, where do you start?

First of all, check out these email marketing tips for small businesses that can help you ace the email game!

10 Email Marketing Tips for Small Business

We’ve outlined some handy email marketing tips that can get you ahead in the marketing game:

1. Keep Your Emails Short and Simple

Don’t complicate your emails or newsletters by adding too much information. This could overwhelm your readers or dilute your CTA. Keep in mind that most readers have short attention spans.

Your subject line must address what your email is all about. Add relevant images to your emails and a table of content whenever possible.

2. Use Customer Segmentation

Your customers are unique, which means that not every email caters to every customer. Create cohorts, and plan your content accordingly. Incorporate the personalization tools to address your customers and provide them with what they need.

3. Prioritize on Quality of the Emails Over Quantity

No one likes to receive too many emails, especially if they contain the same information. A great email copy would send the message across in one go. Avoid using all caps or adding too many emojis. Think about what you’d like as a reader and start from there.

4. Send Mobile-friendly Emails

Test if your emails work well on mobile devices. If your email content is not readable on smartphones, you may miss out on potential customers. Some services offer mobile-friendly templates as well.

5. Personalize Your Messages

The key to making the best use of email marketing is personalization. Your messages should be relevant to your customers. Collect user data and customize your email copy to target your audience.

6. Make use of Automated Emails

Automated emails can make your work very easy. Things like welcome emails, password updates, or purchase confirmation emails can be automated.

7. Set Clear Expectations

On the sign-up forms, you can always specify how often you would send out emails. Your audience would appreciate this transparency. You can also give your audience options to subscribe to different newsletters.

8. Encourage Sign-ups

Give your audience a chance to sign-up for your emails or newsletters. Place embedded forms or pop-ups on your website so that the readers can easily access them.

9. Include Information About your Social Media

Your emails can be a great way to invite your audience to your brand’s social profiles. Allow your audience to connect with you so they can be updated with more content through your social media.

10. Track and See What Works

This is the most essential tip to ensure success in email marketing. Email marketing can help you in saving time and money.

But it can all go to waste if your marketing strategy doesn’t give you the expected returns. Be open to experimenting with your plan and track the metrics consistently.

So, now that you know how to send emails to your customers, the next thing on your radar should be an email marketing service to make your work easier.

Don’t know what it is? No worries. Keep on reading.

What is an Email Marketing Service?

Email marketing services help businesses by creating optimal emails, monitor email campaigns, check analytics, and even provide contact relationship management or CRM.

Of course, different brands offer different tools and packages. But at the very least, these services will get the right email or newsletter to the right audience.

Here we have listed out top email marketing services that you can opt for.

Top 6 Email Marketing Services for Small Business

1. MailerLite

One of the most affordable services on our list, MailerLite, has free and paid plans that include A/B Testing. This test allows you to compare two marketing plans and confirm which one is more effective.

MailerLite not only gives you tools to design your email, but you can also get audience insight through forms and pop-ups.

Key features:

Access to A/B TestingAllows personalization of your campaigns through email automation and segmentationAuto-resend email optionSurveys and reports for your campaignSubscription and sign-up formsEmail and photo editorTemplates for newsletter

2. SendInBlue

SendInBlue is a great intuitive service that sends out transaction-based emails. These are automated emails that businesses send out to complement a transaction or service requested by the recipient. They offer different price plans based on email volume and access to advanced features.

Key features:

A library filled with stylish email templatesAllows you to send SMS to customersIncorporate Facebook AdsCheck your email performanceAPI IntegrationAdd Plug-ins like WordPress and Ninja FormsAccess real-time statistics

3. Mailchimp

Mailchimp is definitely the best email marketing service for small businesses. They allow you to purchase email credits instead of investing in a monthly charge.

The free plan allows you to access their domain and website builder. Their creative assistant tool helps with creating designs that align with your brand.

Key features:

A mobile application to manage your accountAdvanced Segmentation and Targeting toolsIntegrating social media calendarSign-up forms and printed postcardsCreate Facebook and Instagram AdsDesign with Mailchimp’s Creative AssistantThe paid plans get priority support

4. GetResponse

This is a marketing service that allows you to do much more than email marketing. Along with the usual paid plans, GetResponse currently offers a 30-day free trial period.

They offer a lot of advanced features like a sales funnel, smart automation, and webinar creation.

Key features:

Create automated emails and blog digestEmail creator with a quick drag-and-dropFree templates and stock photosPerfect Timing Tool to deliver timely messagesAccess an AI-driven website builderA sleek webinar builderTrack campaign results through easy-to-read graphs

5. ActiveCampaign

ActiveCampaign stands out with its powerful automation tools. By incorporating advanced machine learning on their platform, this service helps you funnel your sales.

With multi-user editing, editing revision, and geotracking, ActiveCampaign has become a popular choice for small businesses.

Key features:

Responsive and HTML-friendly templatesAuto-responders and email schedulerSend broadcast and targeted emailsAdvanced tools to set up Site trackingPredictive Sending tool for emailsGreat resources for trainingA mobile application for CRM

6. Moosend

Moosend is a dynamic marketing platform with hyper-personalization tools that fine-tune your campaign. You can access real-time metrics and incorporate CRM and CMS tools. They offer free, paid, and custom plans and allow you to pay with email credits.

Key features:

Advanced Segmentation and PersonalizationCustomize subscription formsSimple integration on any platformA/B testing and behavior analyticsProtection from spambotsPixel tracking and free SSLAccess to video tutorials and live support

We hope that our list helps you determine which service would align with your business needs.

Are You Ready to Invest in Email Marketing?

Besides checking your budget and the marketing service’s cost, certain features could help you figure out which email marketing service would fit your business requirements.

Opt for services that provide you with detailed tracking reports along with email customization, automation, and CRM tools.

Be it free or paid plans, a template library is always helpful. And if the service provides plug-in integration, that’s a plus too.

Go one step further and incorporate a social media tool in your marketing arsenal. Try SocialPilot for free and see how we can help you excel in your marketing efforts.

Frequently Asked Questions

How will email marketing help my business?+

Email marketing is a reliable marketing method. For small businesses, emails can be a great way to reach and build an audience within a budget. Emails have proven to provide great ROI as well.

Businesses can improve their relationship with the customers and also effectively communicate with them. This will lead you to create better brand value. Moreover, email marketing metrics are easy to track and monitor.

What type of features should I look for in an email marketing service?+

Look for analytics reports, marketing automation, and CRM. You should also have the option to send automated responses when required. The service should also give you access to customize your email templates through a visual editor.

It’s a plus if they already have some pre-designed templates to work with. Most importantly, the service should get your emails straight to people’s inboxes, not spam.

How can I track my email marketing campaign?+

Most email marketing services would provide you detailed tracking reports. However, it is best to keep yourself updated about the key metrics. Open rates will show you what percentage of people have actually opened your emails.

Click-through rate would give information about the percentage of readers who clicked on a link in your email. Another important one is the Conversion rate which shows how many readers completed a task based on your CTA.

How frequently should I send emails?+

You can decide that based on your marketing strategy. The email frequency can also be based on the type of content that you send out. Most marketers stick to at least 2-3 emails every month.

Consistency is vital, but don’t compromise on the quality of the email content. Of course, if you’re running any promotional offers or contests, the email frequency might increase.

Should I send email newsletters?+

Newsletters are great for building your email list. Once your audience opts in to receive newsletters, you can keep them informed through engaging content. You can also drive attention to already published content through your newsletter.

Newsletters are also long enough for you to add a variety of information, including promo offers, announcements, or surveys.

The post How to Make the Most of Email Marketing for Small Business appeared first on SocialPilot.

Jonathan Higgins

I spend my days collaborating thoughts, experiences and actions into unique and creative impressions that I deliver to the world. I like cats too. That's me.